How To Increase Customer Engagement With Website Personalization

When it comes to ecommerce, customers want three things from a website. They want to be able to browse products with ease. They want easy-to-access customer support. And they want a smooth, clean checkout process. There’s no better way to tick those three boxes than with personalization. In this blog, you’ll learn how you can increase customer engagement through website personalization.

1. Include complementary and suggested products

Cross-selling and upselling are two of the most effective ways to increase engagement on your site. Include onsite recommendations for complementary items at the bottom of a product page (i.e. “Buy The Look” and “You May Also Like” sections). Doing this piques interest by showing shoppers products similar to those they’re considering, increasing their propensity for engagement. 

increase customer engagement at Asos
(Image source: ASOS)

2. Implement a chatbot or a live chat 

Adding a chatbot or live chat feature to your website is an easy way to increase customer engagement. Deploying a chat-based pop-up offering personal support (i.e. “what can I help you find today?”) can help stave off disengagement too. Moreover, customers who interact with a brand via live chat are almost 3 times more likely to complete a purchase.

(Image source: Sephora)

3. Leverage loyalty program data to increase customer engagement

By serving consumers personalized messages on your website, you’ll reduce bounce rates and increase on-site engagement. Loyalty programs make it easy to understand customers by looking at their past purchases or which unique offers they’ve redeemed. This is important considering 63% of consumers expect ecommerce businesses to know their unique needs and expectations. 

(Image source: Dynamic Yield)

4. Develop custom 404 pages

Roughly 74% of customers who encounter a 404 message on an ecommerce site become disengaged. As a result, they abandon their search for a product or service altogether. For this reason, it’s important to remove products that your brand no longer sells. Instead of deploying a redirect stating “this page can no longer be found,” develop custom 404 pages offering similar products/services that can replace the original search query.

(Image source: Tivoli Audio)

5. Offer interactive shopping tools

While it requires more work on the back end, implementing interactive content on your ecommerce site will increase customer engagement. In fact, 55% of consumers are more likely to engage with a product that offers immersive technology. Tools such as Augmented Reality (AR) now enable customers to “try before they buy” (e.g. sunglasses, makeup, furniture, etc.). This personalized approach not only enhances the customer experience but also increases purchase confidence and satisfaction.

(Image source: Wayfair)

Want more personalization insights?

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